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The defunct house brands of Winn-Dixie

Monday, 19 May, 2014

I am a passionate fan of the Pleasant Family Shopping blog. On the author’s Facebook presence, he posted a photograph of a Kwik Chek supermarket, a division of Winn-Dixie which somehow inspired your correspondent to look into the retired brands of Winn-Dixie. Between 2000 and 2010 Winn-Dixie commenced a period of reorganization, and emerged a much smaller and presumably leaner company. Among their reassessments during this time was the abandoning of several trade names which have much equity with natives of their service areas in the twentieth century which includes your correspondent’s native Louisville, Kentucky.

My most recent visit to a Winn-Dixie store was in 1998. The store was on Highway 6 near Waco, Texas. I stopped by in lieu of fast food for lunch primarily because I had not visited a WD store in four years at that time. The brands mentioned below are all considered abandoned by Trademarkia. I have sought no further confirmation.

Superbrand and Thrifty Maid could be adopted as the bottom two tiers of any retailers house brand offerings. Superbrand could be a cheeky all-purpose generic brand, like Target’s Up & Up or Kroger’s FMV. Thrifty Maid seems a natural for any household products, cleaners, cleaning gear or any kind of packaged food, canned or frozen.

I also like Velva, originally butter. No idea what it could be used for. Toilet tissue? Tires? The name suggests softness, smoothness or relaxation.  It could be used for a brand of mattresses or blankets.

I have mixed feelings about Deep South, Crackin’ Good and Dixie Darling. (at the end peanut butter, prepack cookies & crackers, and prepack baked goods respectively) Superficially, the brands retain equity among people from Winn-Dixie’s core markets but would almost certainly raise suspicions of some kind of white-hegemonic intentions. Cookies & crackers are a concentrating market for reasons which are not clear to me. In this market bad times meant volume sales for established brands, good times meant an expansion of varieties and both are retreating. Prepack baked goods seem to be similarly consolidating around a limited number of brands, with fewer and fewer varieties appearing at my local groceries.

I somehow picture Dixie Darling being reintroduced as a semi-premium brand of baked goods, not unlike Entenmann’s. The image would be based on art and logotypes of the era before 1920, but with a reminder that the New South is inclusionary. In ads and other promotion focusing on a modern multi-lingual, multi-cultural accurately modern South with a reminder of English, Spanish, French Creole, Mandarin, Vietnamese and Korean speakers enjoying the bounty of the South following a noble day’s effort. Dixie Darling could be “the very best of Southern traditions” implying hospitality. That is, instead of avoiding manufactured controversy, tackle it with an accurate contemporary image.

Someone should probably find a context to do that anyway. One of those outfits that recycles old brands could jump on these, and if there has been no interest whatsoever that is tantamount to malpractice.

  1. Sunday, 17 August, 2014 21:58

    Got it! Thanks a lot again for henpilg me out!


  2. bwc1976 permalink
    Wednesday, 25 March, 2015 17:07

    As a kid growing up in the Dallas/Fort Worth area in the mid/late 80’s and 90’s, I remember getting Superbrand yogurt all the time and liking it, but I couldn’t stand the Deep South peanut butter my dad liked to get, it seemed very dry and it turned me off of store brand peanut butter entirely until just the past couple years when I tried Kroger’s roasted peanuts and honey peanut butter on a whim and fell in love. All the Winn-Dixies I remember growing up around had turned into Brookshire’s by the late 90’s/early 2000’s.


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